Packaging design is a key element in the branding of consumer products. It allows products to stand out on the shelf, attract attention and motivate customers to buy in a highly competitive market. In turn, label design is one of the stages of packaging creation. It is often associated with the development of the original form of the package - shaping. In a number of categories, such as spirits, the success of the brand depends on the integrity of the design concept embodied in the label and the shape of the bottle.

In the field of consumer goods, packaging is an integral part of the brand - it is the main identifier that makes the product desirable and recognizable. It is possible to distinguish several stages of interaction or "communication" between packaging and the consumer, as well as several basic functions that it performs in this process:

1) "Attraction".

Every modern customer, when he comes to a store, is attacked by a great amount of information - all around him there are shelves of packages of different sizes, shapes, colors and producers. Considering that the shopping list is usually not insignificant, we spend from a few seconds to a couple of minutes to select each item. That's why the moment of contact with a new brand is so brief. And only when a package design is noticeable among numerous competitors, it is possible to talk about fulfillment of the first function - to stand out, to attract attention, to cause interest.

2) "Acquaintance".

Once the attention has been attracted and the product is in the customer's hands, the stage of getting to know the product begins. Given the presence of dozens of competitors on the shelves - it also will not be long.

3) "Dialogue."

After the purchase we often start to look at the product more closely: we notice new design details, read texts more attentively and penetrate into their meaning. When the package design is built with this stage in mind - it often contains interesting details, unnoticeable at first sight; some texts and facts that reveal the legend of the brand. It is these details that allow the brand to build a dialogue with the consumer.

4) "Recognition".

Finally, if the package design is well done, and the brand managed to build a dialogue with the consumer, winning his sympathy - the stage of repeated purchase becomes relevant.